Chinese tourism in Japan: A return with new habits

04-06-25

Chinese tourism has made a strong comeback in Japan in 2025, even surpassing pre-pandemic levels. Between January and April, more than 3.13 million visitors from China arrived in the country, exceeding the 2.89 million recorded during the same period in 2019.

However, this resurgence is not just about numbers—it also reflects a significant shift in travel behavior. Chinese tourists are now opting for more authentic and personalized experiences, moving away from traditional group tours and large-scale shopping sprees known as bakugai. Instead, they seek to immerse themselves in local culture, enjoy regional cuisine, and explore lesser-known destinations.

This change is particularly evident among travelers in their 30s and 40s, many of whom have previously visited Japan. These repeat visitors are returning with a new mindset, prioritizing quality over quantity and showing increasing interest in cultural activities and local experiences.

The weakening of the Japanese yen has played a key role in this tourism revival. With the yen at its lowest point in decades, Japan has become a more affordable destination, attracting tourists eager to take advantage of favorable exchange rates to purchase luxury goods and enjoy high-quality services at a lower cost.

Despite this boom, some factors have influenced fluctuations in the number of visitors. For instance, a viral manga prediction about a potential disaster in July 2025 caused concern among tourists from Hong Kong, temporarily affecting travel figures from that region. Nevertheless, Japanese authorities have downplayed the impact of such predictions on tourism.

Aware of these changes, the Japanese government has ramped up efforts to appeal to this new profile of Chinese tourists. The Japan National Tourism Organization (JNTO) has launched campaigns on Chinese social media platforms, promoting lesser-known destinations and authentic cultural experiences to meet the evolving interests of these travelers.

This trend not only benefits Japan’s tourism sector but also reflects a broader evolution in Chinese travelers’ preferences, as they seek more meaningful and customized journeys. The shift points toward a more sustainable and enriching form of tourism, benefiting both visitors and local communities.

The return of Chinese tourists to Japan in 2025 represents not only a numerical recovery but also a transformation in how these travelers experience and value their trips. This evolution presents an opportunity for Japan to diversify its tourism offerings and foster a more mindful, culturally enriching travel experience.

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